Identifying content topics that customers want and need to hear about is the #1 question that I get from clients. It seems that most business owners and managers come up dry pretty quickly when they’re trying to develop content for their website, newsletter, blog or Twitter feed. I understand — it’s hard to put yourself in the shoes of someone coming to your business for the first time, when you’ve got those shoes nailed to your feet 24 hours a day.
So the three sources I suggest you model are your FAQ, the wall by your phone, and your most-clicked links. (Note here that I said “model”. Don’t do it literally, just use this to think about what customers are looking for. But you can actually go there and look if it helps you get started.)
When you put it all together, I call this stuff the “Cocktail Party Questions” mix. Back when I used to go to cocktail parties (if you’re under 30, ask Grandpa) you’d get a drink in your hand and then walk up to a stranger and say “What do you do?”
No matter what business I was in at the time, people would ask me one of about ten questions. I checked with my friends, and they said that was pretty much true for them, as well. If you were in printing, they wanted to know about business cards, brochures, stationery… If you fixed cars, they wanted to know about tune-ups, air-conditioning, transmissions…
S0 think about the places where people ask you questions about “What you do.” Like on your FAQ, your business phone, or your web site. Now make a list of the ten most common questions (or areas) that people ask you about.
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You’ve now got the headings for your first ten blog posts, or Twitter tweets, or Facebook updates. Yes, I know, you can’t get the entire answer in one tweet/blog/post. Don’t try. But put this list up next to your computer monitor and use it to guide you as you write for a while. You’ll get bored with it waaaaaaaaaay before your customers will.
If you like, break each topic up into sub topics — like this:
Topic: How Often Should I Get A Tune-Up
Difference Between Regular and Fuel-Injected Cars
Different Driving Conditions Require More Maintainence
Using Synthetic Motor Oil To Lengthen Service Intervals
Why Clean Air and Gas Filters Mean Better Gas Mileage
Do Name Brand Spark Plugs Give Me Better Mileage?
What Happens To My Used Motor Oil?
As you can see, it’s easy to spin off lots and lots of sub-topics from a single area. And if you write them carefully, most can lead to more business and profits for your company — as well as a better experience for your customer.